“Nothing is more difficult, and therefore more precious, than to be able to decide.” – Napoleon Bonaparte, Born Aug. 15, 1769.
Isn't this what influencers, persuaders, gurus, etc. actually do?
We give people the precious gift of an easy decision.
Without our help, there are too many confusing options that keep people stagnating in their indecision.
They make excuses for maintaining the certainty of the status quo.
They fear the risk inherent in the UNcertainty that comes from making any kind of change.
Napoléon also said that the only levers that unite and move mankind are fear and self-interest.
So using FEAR – of loss, of misery, of worsening pain, of declining fortunes, of attack, of rejection…
And using SELF-INTEREST – of enrichment, of reward, of power, of conquest, of respect, of relief…
We can eliminate ALL but the BEST options we've carefully selected for them.
We show how lesser options cost more in time and effort.
They risk more when considered in the fullness of time.
We make their current situation untenable to remain in.
And so the decision becomes easy.
And they made it themselves. They feel we barely helped at all. All we did was help them see what is now the obvious path. And that is precious to them.
It makes them feel great.
And that's what keeps them coming back again and again, for us to tell them what their decision should be. Trusted advisor.
And it's a great role to play out for the people whose spending determines our income.
Do you make your audience's decisions easier? Or are you making the mistake of presenting too many options, and granting them too much agency?
Take it way. Make the decision for them, by presenting it as the obvious choice, relative to the other options.
Or would you rather not have that kind of control?
<!—- lagniappe Here is some insight into decision-making. How people do it, and how we can help them to not only MAKE a decision, but help them feel GOOD about that decision. Think of the old cliche metaphor of the indecisive person as sitting on a fence. They’ve climbed up from their side, and we are on our side. We want them to finish climbing over to our side instead of jumping back down on the side they came from. Making sense? Now, to get people to make that decision to come figuratively toward us, and away from where they were - it’s a matter of describing to them what is on each side of the fence. We want something on the other side that they want to avoid or flee from. And we want something on our side that is attractive and desirable. Things we can put on the “bad” side include - uncertainty, failure, stagnation, frustration, weakness, fear, want, doubt, etc. Things we can put on our “good” side are simply the opposites - confidence, success, transformation, enjoyment, strength, assertiveness, abundance, trust, etc. How does their problematic current situation put those negative things into their life? How can our offered solution reverse all that for them, and bring them into the positive side of it all? When we can deliver that with authority, their decision becomes easy. —->
1 thought on “People Don’t Want Options – They Want You To Decide For Them”
Clear copy narrows a host of problems and solutions into one decision that you decided ahead of time. Love these lagniappes in the email section.